Action Research Paper: Digital Technology and Superdry's Operations

This action research paper examines the impact of digital technology on the operational management of Superdry Plc, a UK-based clothing brand. The study investigates both the positive and negative effects of digital technology to provide recommendations for more effective technology utilization. The research employs a mixed-methods approach, including a literature review and a quantitative research method using questionnaires for data collection. The paper analyzes the findings to draw conclusions and provides recommendations for Superdry to overcome challenges and improve operational management through digital technology. The research aims to understand the role of digital technology, evaluate its impact, and propose strategies for Superdry to optimize its use of digital tools.

Action Research Paper

Abstract
The current action research paper is based on topic of “Impact of digital technology on
operational management of an organisation” and the organisation selected for this assignment is
Superdry Plc that is a clothing brand of UK. The main emphasis of this investigation is on
evaluating positive and negative impact of digital technology on operational management so that
effective measures can be taken by a company to make more viable use of technology to achieve
its target and have better management of operations. Both primary as well as secondary research
is conducted for current action researcher plan where secondary evaluation is based on literature
review where as primary action is based on quantitative research method. Further, use of
questionnaire is made for the purpose of data collection so that an effective conclusion can be
drawn. At last, valid recommendations are also form a part of this action researcher paper that
are based on evaluation of findings of investigation to have better strategies and ways to
overcome issues of digital technology and have better operational management in organisation.
Table of Contents
Abstract............................................................................................................................................1
Action Research topic: “Impact of digital technology on operational management of an
organisation”. An action research conducted on Superdry Plc........................................................1
Background for research..................................................................................................................1
Overview of research topic.....................................................................................................1
Aim of research work.............................................................................................................1
Rationale for the Research......................................................................................................1
Research Questions and Research Objectives.................................................................................2
Research objectives................................................................................................................2
Research questions.................................................................................................................2
Literature Review.............................................................................................................................2
Methodology....................................................................................................................................5
a) Description of participation of the study............................................................................5
b) Description of interventions as in data collection or other material..................................6

c) Detailed and Descriptive data collection............................................................................7
Data Analysis & Presentation of Results of Findings......................................................................8
Data Analysis..........................................................................................................................8
Presentation of Results of Findings......................................................................................10
Conclusions and Recommendations..............................................................................................19
Conclusion............................................................................................................................19
Recommendations................................................................................................................20
REFERENCES..............................................................................................................................21
Appendix: Questionnaire...............................................................................................................22

Action Research topic: “Impact of digital technology on operational
management of an organisation”. An action research conducted on
Superdry Plc.
Background for research
Overview of research topic
Digital technologies is mainly associated with use of any kind of electronic tools, digital
systems and other devices and resources that have the capability of generating, storing or
processing data in more effective and better way. In today’s modern world, use of digital
technology has become essential and more vital for all business organisations as it enables
individuals and employees to work in better way and lead to more effective collaboration and
coordination among workforce towards the achievement of common goals and targets (Reiter &
et. al., 2018). Thus, it could be said that use of digital technology lead to enhancement of
employee productivity and efficiency along with brining improvement in their skills, abilities
and expertise. Superdry plc is a well known British clothing brand and company situated at
Cheltenham, Gloucestershire, United Kingdom. The current research work is focused on
Superdry Company to develop better understanding about the impact of digital technology on
operational management of an organisation.
Aim of research work
The main aim of conducting this action research on Superdry Plc is, “To evaluate about
the impact of digital technology on operational management of an organisation.”
Rationale for the Research
The selection of topic for current action research is fully justifiable and rationale as in
modern world implication and better use of digital technology has become a necessity for all
organisation thus, it meets the professional purpose of researcher through yielding better
information about positive and negative impacts lead by digital technology on operational
management. Further, it also meets personal implication of investigator through leading
betterment in managerial skills and fulfilling its educational and academic criteria in a more
effective and better way.
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Research Questions and Research Objectives
Research objectives
The main objectives and purpose associated with current action research and investigation
made on Superdry Plc are stated as follows:
 To have better understanding about the evaluation of concept of digital technology within
operational management of an organisation.
 To evaluate the positive and negative impacts lead by digital technology on operational
management of Superdry Plc (Schneider & et. al., 2017).
 To determine the possible strategies and ways that could be adopted by Superdry plc to
overcome and encounter the negative impact of digital technology on its business
operations.
Research questions
The main issues and research questions addressed through current action research on
Superdry plc are as follows:
 What are the main factors that lead to the evaluation of concept of digital technology
within operational management of an organisation?
 What are the various positive and negative impacts lead by digital technology on
operational management of Superdry Plc?
 What are the possible strategies and ways that could be adopted by Superdry plc to
overcome and encounter the negative impact of digital technology on its business
operations?
Literature Review
A literature review is comprehensive and a summary or description about the research topic
on the basis of the reviewing the articles, books and online server or websites which reflect the
relevant sources which associated to the particular research (Adukaite & et. al., 2016). The
literature review or analysis is formatting for the attaining the requirement and determining the
nature of current topic. As for the topic on which literature review is conducting is to evaluate
the digital technology on operational management of an organization (Smith, Iversen &
Veerasawmy, 2018).
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To having the better understanding about the evaluation of concept of digital technology
within operational technology of an organization.
According to the Michelle Seidel, 2019. The effective understanding of the digital
technology which emprises to having the activities are operated through digitalization factor
where they enhance rapidly change the premises as it related to employee productivity where the
organization structure change in terms of policies and norms, where it brings the positivity
environment in which workforce works in the fully compliance order which enhance the
mobility of the discipline in the premises. A business model and concepts are revolutionary as it
provides the strategy in technology which gave the better approach as how to go about the
business (Schneider & et. al., 2017). As with the perspective operational management the role of
digital technology is to maintain or handle the operational activities like administrative and
financial work which helps to forecasting the future outcomes and opportunity where the
organization can perform or get succeed. . Security and support for te organizational work
through the technology format where it simply enhance the data security and helps to reaching a
increasing level of productivity as it deliverables to leads the more amount consumers and
clients.
By implementing the new technologies in organizational work where upgraded
software’s which are comprises about to creating and managing the data in systematic manner
where it can easily scrutinized and allocating the data procurement. Through the high speed of
data connection that involves the use of teleconferencing or virtual meeting from the medium
the audio and video format (Nambisan., 2017). Teleconferencing can save substantial amounts of
money otherwise spent on travel by connecting important employees in far-flung branches
together to share ideas and information. The use of virtual whiteboards, communal data-sharing
platforms where remote users can interact as if around the same table, further increase the
possibilities of the virtual workplace. As regulating through this facilities of digital technology in
the framework of operation and management can make the work ease for the betterment to the
employee performance as well as their productivity.
b) To evaluate the positive and negative impacts leads by digital technology on operational
management with the perspective of Superdry Plc.
As per the opinion of the Keith Coppersmith., 2019. The resources which has
manufactured for technology based are basically created to getting the work easy as with process
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of easiest way (Palaiologou, 2016). As with the context of the Superdry Plc company they have
they have faces the negative as well as positive impacts leads by digital technology through
operational management as by negative factor would somehow it incurred a heavy cost to allows
the system and required professional skills to operate that machinery. But it having the positive
factor which emphasis the flexibity of work performance The technology improves the
organization culture as in context of workforce productivity and other factor which it works
according to fulfilling the lacking part of the business aspect where it enhance the smoothness in
the work proficiency (Enright & Gard. 2016). It helps to increase the employee availability as it
made the it possible on which people can get easily access to work from home through various
resources like laptops, computer, smart phones and other gadgets which has been oriented from
technology factor as well as employee get generates the impactful outcomes on which it also
reflect the comfort level as working in the household.
As technology motivates influence to employees as for work aspects through it basically
formulated the motivation aspects through which employees get increases the self empathy or
self esteem through which it integrated the workforce skills to contributes in the work process
through technology which it allows the optimum assorted of resources which enhanced by
technological factor (Major & et. al., 2018). Gadgets and other resources are very rigid and
easier to approaching the task and or any kind of assignment through technology helps to leads to
achieving the objectives of that particular task. As it also make to create the better relationship
towards the consumer and business aspects where it helps to making the dealing of the product
and services successfully and for Superdry plc it is garment deliver services as the enhancement
of technology forecast brings the productivity in the workforce as well as organization (Urbinati
& et. al., 2020).
c) By determining the strategies and possible ways to elect Superdry plc to overcame and
having encounter to negative impact of digital technology.
According to the Shelley Crenel, 2018. To applying the different strategies as to making
evaluate the possible outcomes through Superdry plc company to implementing the digital
technology, as they have to first analyze the situation and scope is there any necessity of the
digitalization resources for working process easier but facing some challenges which allows the
possible solutions which helps to over came the issues which are creating in between of digital
technology as by implementing the right procedure as technology implementation in their
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premises by which they will get the optimum outcomes but following challenges or issues can
make a conflicts between organization and employees (Bolstad, 2017). As By allowing the right
systematic approach for enhancement of the technology which bring the aspects fulfilled towards
the organization welfare and outcomes but if it not follows by compliance order as the company
purchases the new technologies regarding to flexibility in work can accessible in very simplicity
manner but not is optimizing the procurement of the resources which reliable in the procedures
or instructed from get experienced about to operate the sources which are provided through
technological factor (Fairburn & Patel, 2017).
By falling with new staff or workforce over to the making understating of new technology
where some of the people in the organization keen to learn about to get instructed of assorting of
technology as rest other are not showing any kind of interest in which they can be factor of
failing point to not reaching the expectation the in which the organization has been expected
(Nevski & Siibak, 2016). By allocation of proper training and guidelines about the using of
technology resources can generates the sort of productivity in which they can allows the
outcomes and errors to resolve it (Ardolino & et. al, 2018).
Methodology
A research methodology provides the set of specific procedure and techniques which are
used by a researcher or manager identify, select and process with analyzation information and
related with particular topic (Amin, 2016). The research methodology allows to facilitates about
the data of research is collected to procurement information for evaluating to getting the
outcomes of conclusion about the research.
a) Description of participation of the study.
Sampling method: Sampling is a method that is used by researcher for to choosing or
select pre determined number of units from the big population size for analyzing and
interpretation the data (Rayna & Striukova, 2016). As for the research by using this Simple
Random sampling method is made for even chances for observation to selection is completely
depends upon the probability in which it helps to reduces the biasness and discrimination factor
from this research (Snow, Fjeldstad & Langer, 017).
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Instrument used: As this for research there is used of the instrument which helps to
taking of review of participants for attaining the objective through Questionnaires (Naslund & et.
al., 2017).
Sampling Size: For this research the sampling size of scrutinizing taking 30 respondent
from the workforce of the Superdry Plc from London by analyzing the respondent behavior in
regards of objective of research through the survey of questionnaire which has conducted from
quantitative research and primary sources of data (Reiter & et. al., 2018).
Questionnaire: As it is the written document which consists in set or group of question
which are related through research topic by which it gathered and investigate the respondent
reviews (Beel & et. al., 2017).
b) Description of interventions as in data collection or other material.
Research Philosophy:
It provides a belief about the ways in which data about to related topic is collected,
gathered, analysis and used by researcher (Hoyles, 2018). There are two main types of
philosophy which assorted by researcher are given below:
Positivism: This is kind of research philosophy is focusing the predicting and observing
the research outcomes which is assorted by researcher. Positivism method is also known as
scientific method as it mapped and highly structured for to analysis method that is not much
influenced by researcher’s value and behavior (Selwyn, 2016).
Interpretivism: This philosophy is used by those researcher who are concerned with
collecting the precious and expensive data that emphasis detailed subjective information about
data for better providing better specification (Henderson, Finger & Selwyn, 2016).
For this particular research there is use of Positivism philosophy is selected for
investigation as main focus about research towards the predicting and analyzing the outcomes on
essential aspects while interpretivism is not optimum solution for this research a sit only gathered
precious and subject data which is not useful.
Research Approach
It formally represent the plan or procedure used for research and includes various steps
and other assumptions which utilized for effective method of data as analyzation and evaluating.
Research approach is two type of main approach are :
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Deductive: This approach includes selecting theory, developing hypothesis for that
created theory and gathering and analyzing data on the basis of the providing hypothesis (Villanti
& et. al., 2017).
Inductive: The approach of this research is focusing is considered with generation of
upcoming new theory emerging with the new data. It provides a more logical procedure with
multiple assumption which complied and provide the conclusion of research.
For this research the used of Deductive research is selected for which it providing
optimum selective theory and improvised through hypothesis for detailed analyzation of data
while inductive approach will generates to new theory that emerge form data that is required for
the research.
c) Detailed and Descriptive data collection
Research Method
The research method is generates the systematic plan and procedure of conducting the
research and meeting the objectives as per the requirement. It contains two types of research
method which are used in research are:
Qualitative research: As for this research the researcher is keen to considering the data
information in the format of depth and detailed theoretical knowledge for implementing in the
research as well as to mapped the behavior of respondent is collected for the purpose of the
research (Deegan & Sutherland, 2016).
Quantitative research: As for this research method the researcher is determining te data
information in numeric form where it reflect the point of brief perspective of participants and not
much importance into given the depth knowledge.
For this research there is use of Quantitative research method is selected where it helps to
provide the numeric and statistical data which generates information with facts and figures as
well as it helps to formatting the questionnaire while qualitative research method is only focuses
towards the depth knowledge about the research.
Sources of data collection
It describes about the origin of the data information from where it actually form or
gathered. The main sources of data collection is follows are:
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Primary Sources: The data collection form this sources is to making self-efforts about
to investigating and scrutinizing the information about the research data objective through
Interviews, questionnaires, surveys, feedbacks and reviews form etc.
Secondary Sources: As for this source the data collection is considering about the data
having existence in other research format or past research document form which it has been
gathered through articles, internet or websites, books and journals etc (Ferretti & et. al., 2017).
The secondary source of data collection is more flexible and easier which is comprising from the
researcher point of view.
For the above research there is use of both primary and secondary sources of data on
which primary is focuses on the to framing of the questionnaires as well as evaluating the data
through own sources while secondary sources of data is considering investigate the primary data
findings for completion of research objective.
Ethical Consideration:
As for this research topic the objective is to get information through primary sources and
quantitative research method where the information data is collecting through the different factor
as it to keep that confidential as well as to making ensures about the data as it collects the review
of respondents will not be disclosed as it implementing all authentic form of data which having
no negative influence and not create any impact on research and others sentiments (Hallikainen
& Laukkanen, 2016).
Data Analysis & Presentation of Results of Findings
Data Analysis
The analysis of data collected for current action research is provided below with the help of
following table showing the frequency about the perception and view point of respondents:
Q1) Are you agreed with the fact that technology lead a significant
impact on operational management of an organisation?
Frequency
a) Strongly agreed 7
b) Agreed 15
c) Disagreed 2
d) Strongly disagreed 1
e) Neutral 5
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Q2) What are the main factors that lead to the evaluation of concept
of digital technology within operational management of an
organisation?
Frequency
a) Higher level of competition 8
b) Increased complexities in operations 12
c) Need of large data base 10
Q3) Which one is the main operation of Superdry Plc where use of
digital technology could be made to enhance its management and
efficiency?
Frequency
a) In production to better product design 6
b) In marketing for effective promotion 8
c) In accounting for budget preparation 7
d) In HR for effective record keeping 9
Q4) What are the various positive impacts lead by digital technology
on operational management of Superdry Plc?
Frequency
a) Speed, Efficiency, and Agility in operations 5
b) Better Storage and Sharing of information 6
c) Mobility and Remote Connectivity 7
d) Automation of functions 4
e) Effective communication 8
Q5) Is some negative impacts are also lead by use of digital
technology on operational management and workflow of an
organisation?
Frequency
a) Yes 20
b) No 10
Q6) What are the possible negative impacts that are associated with
use of digital technology on operational management of Superdry
Plc?
Frequency
a) Reduced interpersonal communication 7
b) Immense expenditures 5
c) Need for costly training 8
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d) Threat of breach of security 10
Q7) Is it become necessary for Superdry Plc to make use of digital
technology to have better management of its operations and to
enhance scope and efficiency of its functions?
Frequency
a) Necessary 25
b) Unnecessary 5
Q8) What are the possible strategies and ways that could be adopted
by Superdry plc to overcome and encounter the negative impact of
digital technology on its business operations?
Frequency
a) Regular technical training 12
b) Better planning and allocation of resources 8
c) Use of firewalls and other security measures 10
Q9) What overall impact is lead by digital technology on operational
management and function of Superdry Plc?
Frequency
a) Positive 24
b) Negative 2
c) No impact 4
Presentation of Results of Findings
For effective and better presentations of results of findings use of following frequency table
and pie charts are made that is provided below:
Theme 1: Digital technology leads a significant impact on operational management of an
organisation
Q1) Are you agreed with the fact that digital technology lead a
significant impact on operational management of an organisation?
Frequency
a) Strongly agreed 7
b) Agreed 15
c) Disagreed 2
d) Strongly disagreed 1
e) Neutral 5
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Interpretation
7 participants out of a total of 30 are strongly agreed with the fact that digital technology
lead a significant impact on operational management of an organisation where as 15 are agreed
with 2 more individuals who seemed disagreed with this fact. Besides this, one individual was
also there who was strongly disagreed with the above sated fact where as 5 were having a neutral
reaction on above statement.
Theme 2: Main factors that lead to the evaluation of concept of digital technology within
operational management of an organisation
Q2) What are the main factors that lead to the evaluation of concept
of digital technology within operational management of an
organisation?
Frequency
a) Higher level of competition 8
b) Increased complexities in operations 12
c) Need of large data base 10
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Interpretation
It has been find out from current investigation that high level of competition is the main
factor that lead to the evaluation of concept of digital technology within operational management
of an organisation as supported by 8 participants where as 12 were in favour of Increased
complexities in operations where as 10 individuals had also supported need of large data base.
Theme 3: Main operation where use of digital technology could be made to enhance
management and efficiency
Q3) Which one is the main operation of Superdry Plc where use of
digital technology could be made to enhance its management and
efficiency?
Frequency
a) In production to better product design 6
b) In marketing for effective promotion 8
c) In accounting for budget preparation 7
d) In HR for effective record keeping 9
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Interpretation
6 individuals believed that use of digital technology to have better product design one is
the main operation of Superdry Plc where use of digital technology could be made to enhance its
management and efficiency where as 8 individuals are having a thinking that its use ig marketing
for effective promotion is most vital. Further, 7 respondents believes that digital technology can
be used in accounting for budget preparation while 9 believes that it could be used in HR for
effective record keeping.
Theme 4: Positive impacts lead by digital technology on operational management of
Superdry Plc
Q4) What are the various positive impacts lead by digital technology
on operational management of Superdry Plc?
Frequency
a) Speed, Efficiency, and Agility in operations 5
b) Better Storage and Sharing of information 6
c) Mobility and Remote Connectivity 7
d) Automation of functions 4
e) Effective communication 8
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Interpretation
It has been find out that Speed, Efficiency, and Agility in operations is the biggest
positive impact lead by digital technology on operational management of Superdry Plc as
supported by 5 respondents where as 6 were in favour of Better Storage and Sharing of
information along with 7 other participants who had supported Mobility and Remote
Connectivity. Beside this, 4 participants are having a thinking that automation in functions is a
vital positive impact of digital technology where as 8 respondents were in favour of effective
communication as positive impact lead by digital technology on operational management of
Superdry Plc.
Theme 5: Negative impacts are also lead by use of digital technology
Q5) Is some negative impacts are also lead by use of digital
technology on operational management and workflow of an
organisation?
Frequency
a) Yes 20
b) No 10
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Interpretation
It could be depicted from above pie chart that 20 participants are in favour of the fact that
some negative impacts are also lead by use of digital technology on operational management and
workflow of an organisation where as 10 individuals were also there who completely disagreed
with above statement.
Theme 6: Possible negative impacts that are associated with use of digital technology on
operational management of Superdry Plc
Q6) What are the possible negative impacts that are associated with
use of digital technology on operational management of Superdry
Plc?
Frequency
a) Reduced interpersonal communication 7
b) Immense expenditures 5
c) Need for costly training 8
d) Threat of breach of security 10
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Interpretation
7 respondents supported that Reduced interpersonal communication is a possible negative
impact that is associated with use of digital technology on operational management of Superdry
Plc where as 5 had favoured immense expenditures along with 8 respondents who seemed in
favour of Need for costly training where as 10 other individuals had supported threat of breach of
security as biggest negative impact of digital technology.
Theme 7: Make use of digital technology to have better management of its operations and to
enhance scope and efficiency of its functions
Q7) Is it become necessary for Superdry Plc to make use of digital
technology to have better management of its operations and to
enhance scope and efficiency of its functions?
Frequency
a) Necessary 25
b) Unnecessary 5
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Interpretation
25 respondents out of 30 had supported the fact that it is necessary for Superdry Plc to
make use of digital technology to have better management of its operations and to enhance scope
and efficiency of its functions during current investigation where as 5 were also their who had
opted unnecessary option.
Theme 8: strategies could be adopted to overcome the negative impact of digital technology
on business operations
Q8) What are the possible strategies and ways that could be adopted
by Superdry plc to overcome and encounter the negative impact of
digital technology on its business operations?
Frequency
a) Regular technical training 12
b) Better planning and allocation of resources 8
c) Use of firewalls and other security measures 10
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Interpretation
It has been evaluated with the help of current action research that Regular technical
training is a viable strategy that could be adopted by Superdry plc to overcome and encounter the
negative impact of digital technology on its business operations that was supported by 12
participants where as 8 respondents had favoured Better planning and allocation of resources
along with 10 other individuals who are having a thinking that Use of firewalls and other security
measures are most effective way to overcome issue of implementation of digital technology.
Theme 9: Impact lead by digital technology on operational management and function of
Superdry Plc
Q9) What overall impact is lead by digital technology on operational
management and function of Superdry Plc?
Frequency
a) Positive 24
b) Negative 2
c) No impact 4
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Interpretation
It has been find out from current research that that 24 participants are having an
implication that overall a positive impact is lead by digital technology on operational
management and function of Superdry Plc where as 2 were in support of its negative impact
while 4 other were also there who had favoured no impact of digital technology.
Conclusions and Recommendations
Conclusion
On the basis of above action research project it can be concluded that Digital technology
lead a significant impact on operational management of an organisation through enhancing its
efficiency. It has been find out that the main factors that contributes for evaluation of concept of
digital technology within operational management of an organisation consists of higher level of
competition, increased complexities in operations along with enhanced need of large data base
to stores information. Apart from this it has been also concluded that the main operation of an
organisation where use of digital technology could be made to enhance its management and
efficiency consists of marketing operation for effective promotion, production function to design
and create a better quality product along with preparation of budget for accounting and better
recoding keep of employees for HR department. Beside this, it has been also find out from
current investigation that various positive impacts lead by digital technology on operational
management of a company that consist of high speed, efficiency and agility in operations along
with better Storage and Sharing of information. Enhanced mobility and remote Connectivity,
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automation of functions and effective communication are also the positive implication of digital
technology.
It can also be implicated from above action research that some negative impacts are also
lead by use of digital technology on operational management and workflow of an organisation
which consist of reduced interpersonal communication, immense expenditures on its implication
and adoption along with need for costly training and threat of breach of security. Thus, it has
been evaluated from this action research that it has become necessary for all organisation to
make use of digital technology to have better management of its operations and to enhance scope
and efficiency of its functions. Beside this, it has been also implicit and observed from above
investigation that various strategies and ways are adopted by an organisation to overcome and
encounter the negative impact and issues related with use of digital technology on its business
operations that consist of regular technical training, better planning and allocation of resources
along with use of firewalls and other security measures to get rid of threat of safety and privacy
of data.
Recommendations
On the basis of above action research project following recommendations could be made for
Superdry Plc to have better implication of digital technology for effective operational
management:
 Regular technical training for employees of Superdry Plc is recommended that as it the
best way to have better use and implication f digital technology for effective operational
management. Providing technical training to employees ensure better skills and
competencies in employees to properly adopt and use digital technology in more effective
way to ensures better operational management and effective flow of functions at
Superdry plc.
 Use of Firewalls and other security measures are also recommended for Superdry as it
ensures better check on security if stored data and also lead to better privacy and safety of
information. Use of firewalls create a strong password for protection of crucial data from
issues and threat of hacking thus, it is recommended for Superdry plc for better
implication of digital technology for effective operational management through
encountering the risk and theft if hacking and other security breach.
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Appendix: Questionnaire
Questionnaire
Name:
Address:
Email Id:
Age:
Q1) Are you agreed with the fact that digital technology lead a significant impact on
operational management of an organisation?
a) Strongly agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
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e) Neutral
Q2) What are the main factors that lead to the evaluation of concept of digital technology
within operational management of an organisation?
a) Higher level of competition
b) Increased complexities in operations
c) Need of large data base
Q3) Which one is the main operation of Superdry Plc where use of digital technology could
be made to enhance its management and efficiency?
a) In production to better product design
b) In marketing for effective promotion
c) In accounting for budget preparation
d) In HR for effective record keeping
Q4) What are the various positive impacts lead by digital technology on operational
management of Superdry Plc?
a) Speed, Efficiency, and Agility in operations
b) Better Storage and Sharing of information
c) Mobility and Remote Connectivity
d) Automation of functions
e) Effective communication
Q5) Is some negative impacts are also lead by use of digital technology on operational
management and workflow of an organisation?
a) Yes
b) No
Q6) What are the possible negative impacts that are associated with use of digital
technology on operational management of Superdry Plc?
a) Reduced interpersonal communication
b) Immense expenditures
c) Need for costly training
d) Threat of breach of security
Q7) Is it become necessary for Superdry Plc to make use of digital technology to have
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better management of its operations and to enhance scope and efficiency of its functions?
a) Necessary
b) Unnecessary
Q8) What are the possible strategies and ways that could be adopted by Superdry plc to
overcome and encounter the negative impact of digital technology on its business
operations?
a) Regular technical training
b) Better planning and allocation of resources
c) Use of firewalls and other security measures
Q9) What overall impact is lead by digital technology on operational management and
function of Superdry Plc?
a) Positive
b) Negative
c) No impact
Q10) Any further recommendations for Superdry Plc to have better implication of digital
technology for effective operational management?
24